Fitzee: Exploring Internet's Role in Providing Customer Services

This report examines the business idea of Fitzee, a company aiming to provide fitness trainer, yoga trainer, and salon services at home through an online application. It details the company's vision, mission, and objectives, focusing on the role of the internet in delivering these services. The report includes a literature review, feasibility analysis, and strategic analysis of the business model, identifying competitive advantages and strategies for success. It explores the benefits of using the internet for service delivery, ways to increase customer engagement, and potential challenges faced by Fitzee. The analysis covers market research, service feasibility, organizational feasibility, and financial feasibility, ultimately assessing the viability of the business plan and discussing critical success factors. The report concludes by evaluating the overall business model and its potential for providing convenient and accessible services to customers in the fitness and wellness industry.

Role of internet for providing
various services to the
customers

EXECUTIVE SUMMARY
The project highlights about the new business idea in new fitness company which helps in
fulfilling the needs and expectation of customers. This report focuses on determining the
business idea, target market, positioning strategy, members required, vision, mission, aims and
objective of company. Therefore, it determines the role of internet in providing different services
to its customers at home. It also covers the ways for increasing the effectiveness of internet and
examines the challenges which can be faced by company through offering various services to its
customers.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................5
Rationale of business idea......................................................................................................5
Scenario chosen......................................................................................................................5
Vision.....................................................................................................................................6
Mission...................................................................................................................................6
Aim.........................................................................................................................................6
Research objectives................................................................................................................6
Structure of the business plan.................................................................................................6
CHAPTER 2 THE BUSINESS CONCEPT....................................................................................8
Introduction............................................................................................................................8
Description of Business Concept............................................................................................8
The product/service description.............................................................................................9
The target market....................................................................................................................9
Positioning strategy..............................................................................................................10
Value added..........................................................................................................................10
Who is involved....................................................................................................................11
The window of opportunity..................................................................................................11
Summary...............................................................................................................................11
CHAPTER 3: LITERATURE REVIEW.......................................................................................12
Introduction..........................................................................................................................12
Industry analysis...................................................................................................................12
Chapter summary..................................................................................................................14
CHAPTER 4: FEASIBILITY/METHODOLOGY........................................................................15
4.1 Introduction..............................................................................................................................15
4.2 Market Research......................................................................................................................15
4.3 Market analysis- Secondary.....................................................................................................16
What are the benefits which are provided by internet for rendering various services to
customers?...........................................................................................................................16

What are the different ways through which the Fitzee can increase the engagement level of
customers with the help of internet for organizational profitability?................................17
Explain the challenges which the Fitzee can face by providing various services to its
customers through internet in order to improve customer satisfaction?...........................17
4.4 Service feasibility.....................................................................................................................18
4.5 Organisational feasibility.........................................................................................................19
4.6 Financial feasibility..................................................................................................................20
4.7 Chapter summary.....................................................................................................................22
CHAPTER 5 ANALYSIS OF THE BUSINESS MODEL...........................................................23
5.1 Introduction....................................................................................................................23
5.2 Strategic analysis of the new/existing business idea......................................................23
5.3 Identification of sources of competitive advantage and sustainability...........................24
5.4 Selection of strategies for success..................................................................................26
5.5 Development of appropriate business model.................................................................26
5.6 Chapter Summary...........................................................................................................28
CHAPTER 6 EVALUATION OF THE BUSINESS MODEL.....................................................29
6.1 Introduction....................................................................................................................29
6.2 Overall assessment of the business plan.........................................................................29
6.3 Business Plan Schedule..................................................................................................29
6.4 Is the business viable?....................................................................................................32
6.5 Discussion of Critical success........................................................................................33
6.6 Chapter Summary...........................................................................................................33
REFERENCES..............................................................................................................................34

CHAPTER 1: INTRODUCTION
Rationale of business idea
The rationale behind choosing the business idea is to determine the role of internet for
providing various services to its customers. There are various role of internet which sharing
information, communication, research, gaining knowledge, reaching wider customers, promoting
business and many others. With the use of internet, the standard of living of people is improving
and also they are progressing in almost all spheres of life. Internet has made the life easier as
people can easily shop through internet, promotes their business, provides education,
communicate effectively, money management and digital transaction (Peticca-Harris,
Navazhylava and Shanahan, 2020). People are availing the benefits and uses of internet in their
daily life as they can easily do online shopping, book tickets, online banking and trading, job
search, social networking, conduct cashless transaction, etc. Thus, internet is a medium that helps
in connecting people by using various devices. The business idea for this report is to open a
business that helps in providing various services such as Fitness trainer, salon and Yoga trainer at
home through internet. Therefore, this report helps in providing effectiveness of internet for
offering services such as Fitness trainer, salon and Yoga trainer at home to its customers. The
business is going to expand in Fitzee through developing an online application where people can
easily avail the fitness trainer, yoga trainer and salon facility by sitting at their home only.
Scenario chosen
The scenario chosen which is chosen is to establish business in Fitzee by developing
online application that helps people to grab the facility of fitness trainer, yoga trainer and salon.
Through this application, customers can easily identify nearby saloon, yoga trainer and fitness
trainer and avail their facilities by sitting at home (Walsh, 2016). The scope of online application
is increasing day by day and also it is making people life easier. Online application helps in
providing value to customers and build direct and personalized marketing channel. Through
online application, company can connect with customer’s fast and easy method and also
improves the loyalty of consumers. Thus, there are various benefits which can be availed by
customers through using online application as they can book their appointment of saloon. Gain
access to an expert of yoga and fitness, boost their motivation and also remain fit while working.

By appointing personal trainer through online application, customers can know about the
exercise and the way through which they can remain healthy and fit.
Vision
The vision of online application is to become one of the leading app that renders services
like yoga trainer, fitness trainer and saloon at home to its customers. The application wants to
make the life of people easier and comfortable by providing them online application that includes
various services. This application helps in improving the experience of user by offering them
single platform that covers services like fitness trainer, yoga trainer and saloon facility.
Mission
The Mission of online application is to educate and inspire the people by offering them
space for empowerment and change. The company wants to bring yoga, fitness and saloon
facility to world through using single platform. They focus on inspiring people to bring yoga and
fitness into their life. The motive of online application is to improve the standard of living of
people by providing them online application so that they can avail the facilities by sitting at
home.
Aim
The role of online services on the Fitness Trainer, Yoga trainer, salon at home etc. to the
customers in the Fitness Industry in UK: A case study on Fitzee.
Research objectives
 To ascertain the benefits which are provided by internet for rendering various services to
customers
 To determine the ways through which the Fitzee can increase the engagement level of
customers with the help of internet for organizational profitability
 To examine the challenges which the Fitzee can face by providing various services to its
customers through internet in order to improve customer satisfaction
Structure of the business plan
The structure of business plan is to develop online application that provides services like
yoga trainer, fitness trainer and saloon. People can avail these benefits by sitting at their home,
they can book meetings with yoga instructor, fitness trainer and saloon (Kuldavletova and et. al.,
2021). This application helps in accomplishing the certain goals of clients and also they can

create lifetime of wellness. The customers can hire the personal trainer through this application
by sitting at home and take guidance related to their health and fitness. By this application, client
can also book salon by sitting at home and the executive of saloon provide home services. Thus,
this application is beneficial for customers as they can fulfil their need and requirement by sitting
at home and also remain healthy by taking the guidance of yoga and fitness trainer. Through
online application, clients can hire the professionals for home services such as fitness trainer,
yoga trainer and saloon in Fitzee. The business model of online application is to connect service
provider with service seekers. Online platform enables people to identify the professionals for
helping them with daily services. The online application allows customers to choose the service
that they are looking for according to their budget (McCaw, 2020). When the client selects the
topic, they can choose the time and date for the service appointment. Thus, the brand provides
high quality of services to its customers at affordable price as compare to other applications. Due
to which customers can easily hires the professionals and avail the services in effective and
efficient manner. These services help in making people’s life easier and comfortable. In this busy
schedule, it becomes difficult for person to identify the saloon, fitness trainer and yoga
instructor. So, through this online application, people can grab these services and fulfil their
needs and requirements in significant manner.

CHAPTER 2 THE BUSINESS CONCEPT
Introduction
Digital platform is increasing rapidly as it helps in increasing reliability and also
improves the ways of working. The main role of digital platform is to increase the collaboration
between producer and end users to transact with each other. For this report, the business idea is
to develop an online application that provides services like yoga trainer, fitness trainer and
saloon facility. Customers can meet their need and requirement through online application and
also avail the guidance of professional people. The online application helps in providing
professional advice and develops more flexibility. It is more affordable and also increases the
communication between the professionals and customers. The reason behind developing online
application is to make people life easier by offering them home services. Customers can avail an
online fitness and yoga trainer due to which they can exercise at home or in gym. The online
trainer helps in providing personalized training, set realistic fitness goals and also coach
customers through workout programs (Wilson, Owens and Schaeffer, 2018). Thus, people can
grab the opportunity to avail the instruction and guidance of yoga and fitness trainer by sitting at
home.
Description of Business Concept
The business concept is to establish a business in Fitzee by developing an online
application that provides services related to fitness trainer, saloon and yoga trainer to its
customers at home. The reason behind developing online application of these services is to
provide an opportunity to people to grab the services from their home. Online application
provides professional advice to customers so that they can improve their health and book their
salon. It is a single platform which provides different services that helps in meeting the need and
expectation of customers. The benefits which customers can grab through this online application
is to achieve their goals faster, creating lifetime of wellness, personalized attention, mental and
emotional boost and also increasing accountability. In order to attract client, it is necessary to
focus on providing few benefits to its customers such as free registration on application or
discounts (Nagar, 2021). The online services like fitness and yoga trainer helps customers in
providing straightforward guideline for improving and revising the workout plan. This
application helps in providing sessions to people related to maintaining their health and workout

strategies. People can grab this session by sitting at home that helps in improving their life.
Customers can also book their saloon facility through this application and avail home services.
The motive of online application is to bring comfort for people and improve their experience.
The product/service description
The new business idea focuses on providing services to its customers through using
internet. Company is going to develop online application that facilitates various services such as
fitness strainer, salon facility and yoga trainer. Thus application provides different yoga and
fitness videos to its customers through which they can learn new approaches, workout plan, new
poses, new styles, exercise and various other things. The platform also provide live classes to its
customers so that people can learn new things and also it offers access of several videos due to
which they can remain healthy and fit. The online yoga trainer helps in improving the strength,
flexibility and balance of people and also they focus on making customer feel relaxed. Thus, the
online applicants want to spread good by bringing yoga into the life of people (Carnes and
Northcut, 2017). The online fitness trainer focuses on providing guidance to people related to
fitness and also they provide better training opportunity to customers related to their health. The
online yoga trainer and fitness trainer are less expensive as compare to offline people. They help
people by supporting them and making them on track with their fitness goals. This online
application also provides salon facility to its customers so that they can easily book their
favourite saloon and avail the services by sitting at home. The online platform provides home
services to its clients by booking suitable salon according to their budget and the executive will
come at home for providing services. There are various packages which are provided by
platform, client have to choose the package according their budget and grab the services.
The target market
The target market of online application is people of 18-50 age. They generally targets
clients who are fitness freak, yoga lover and want salon services at home. The application targets
the people who are busy in their professional career and doesn’t have time for maintaining their
personal health. Through this application, company provides an opportunity to people to book
their professional person who can provide them fitness and yoga instructions. They can also
appoint a saloon a professional of saloon who can provide home services. In order to avail the
home services of saloon, it is important for client to take appointment and render the services.
Through online application, customers can avail expert professional services at home

(Salmenniemi and Kemppainen, 2020). The target market is chosen by understanding the needs
and requirements of customers in Fitzee. It is important for an organisation to choose the right
target market that helps in increasing the profitability and growth of business. In order to reach
the target customers, company is focusing on creating strong presence on social media market.
They are reaching to target people by promoting the business through social media marketing.
Thus, the online application provides free access of videos to its customers. It is important for
clients to register themselves with online application and avail the services.
Positioning strategy
The positioning strategy generally defines the level on which company is standing in
market. Through positioning strategy, online application can determine the ways through which
they can position themselves and attract more and more buyers towards the platforms. In order to
create strong position in market, company must focus on using different approaches such as
analysing competitors strategy, building positioning statement, develop creative ideas for
positioning and various other strategies. For creating strong position in market, online
application is focusing in providing services at affordable price which helps in grabbing the
attention of customers towards the platform. Company is also focusing on increasing its
awareness among people through social media platform (Cardoso Filho and et. al., 2019). They
use social media marketing to improve its customer base and reach to wider target market. The
awareness of online application can be also increased by conducting online events and offering
customers discounts and other benefits.
Value added
Online application focuses on providing stable value to its customers by understanding
their need and expectation and providing them services by sitting at home. The online
application helps in providing various services to its customers in order to improve their
experience and make them comfortable by sitting at home. Company provides value to its
customer by offering them great experience so that they can avail better services through online
application. Through this online application, organisation can create strong customer base and
build trust among them (Cerqua and Toujilina, 2016). The value which is provided by an
organisation helps in increasing the profitability and reputation of brand. Thus, it is important for
an organisation to focus on improving the quality of services in order to attract customers and
improve the business performance.

Who is involved
For developing the online application for offering services like fitness trainer, yoga
trainer and saloon are owner, employee, suppliers, professionals, saloons, government, software
developer, financial community and many others. These are members who are directly or
indirectly connected with the company and show their interest in business performance. The
members help in developing online application and also promoting the application in Fitzee.
The window of opportunity
Organisation can gain various opportunities in order to improve the performance and
productivity of business. It is important for company to grab the opportunity for improving the
profitability and growth of online application. The opportunities are fulfilling the need and
demand of customers, providing free videos and session, offering live sessions and also
delivering home services of saloon at affordable price. The reason behind developing the online
application is to identify the role of internet in delivering the services like fitness trainer, yoga
trainer and salon facilities at home. It also helps in examining the ways through which company
can increase the effectiveness of internet (Wisnom, 2019). Thus, with the help of this online
application, company can improve its performance by satisfying the customers and providing
them services by sitting at home.
Summary
It is identified from the above information that organisation must focus on understanding
the need and expectation of customers in order to make them satisfied and improving the growth
of business. Online application helps in saving the time of people due to which they can easily
avail the services at home only. The online application focuses on providing services like fitness
trainer, yoga trainer and saloon. These facilities helps people to improve their living standard and
remain healthy and fit by watching videos on application.

CHAPTER 3: LITERATURE REVIEW
Introduction
Literature review can be defined as the overview of the work published on a specific
topic in the previous times. It is considered as the full scholarly paper or can be the part of the
scholarly work such as it can be an article or the book. It is reviewed on a particular topic written
by well known authors having the discussion analysis as well. The current literature review is
based on the role of online services on the Fitness Trainer, Yoga trainer, salon at home etc. to the
customers in the Fitness Industry in UK which is a case study on fitness company. It fulfills
objectives like to ascertain the benefits which are provided by internet for rendering various
services to customers, to determine the ways through which the fitness company can increase the
engagement level of customers with the help of internet for organizational profitability and to
examine the challenges which the fitness company can face by providing various services to its
customers through internet in order to improve customer satisfaction (Katsoni and van Zyl,
2021). First objective states the benefits of online services to the customers. Such benefits
includes wider reach to the customer with low cost and time duration. Moreover, other benefits
includes the proper engagement with the customers with quick services and payment along with
the feedback as well. Second objective states the ways through which the company can improve
the engagement with customers using online platforms. Such ways includes instant reply to the
customer feedback and quick services with faster responses by the company. It also increases the
loyalty towards the brand as well (Saglam, Nurse and Hodges, 2022). Third objective states the
challenges which can be faced by the firm while using the online platforms at the time of
rendering the services. Such challenges includes the requirement of strong bandwidth of internet
along with the data security issues and the consequences of low ratings and negative feedback as
well.
Industry analysis
PESTLE analysis can be defined as the scanning of the external business environment
which provides the macro picture of the threats and opportunities related with the business. It
facilitates the company with in depth examination through which they can make decisions for
growth. It has six factors such as political, economical, social, technological, legal and
environmental factors. In context of the fitness company providing online services, political

factor has the threat because political leaders restrict the internet access for some or the other
reason like government exams or some other major issue which hinders the online services for
the firm (John and Thakur, 2021). Economical factor has the opportunity and threat both because
online services is cost efficient in nature for the customers so they prefer more online services
but it also has the high initial cost for the organization. Social factor also has the opportunity and
threat both in which threat is the lack of human interaction while availing the services but is
assists in the daycare needs for the minors is an opportunity. Technological factor has
opportunities for the company because it provides various ways to access the electronic devices
and also the internet connectivity at several bandwidths. Legal factor has opportunity because it
relates with the cooperation with publishers. Environmental factor also has an opportunity to the
company because it directs the change in energy consumption and decrease in paper waste as
well. Therefore, the firm has threats and opportunities both which is required to be focused for
decision making analysis (Yglesias, 2020). Porter's five forces is defined as the framework which
analysis the operating environment of the business in order to gain the competitive edge for the
business. It basically determines the competition intensity and also the attractiveness of the
industry so that profitability can be examined. It has five forces such bargaining power of
supplier, bargaining power of buyer, competitive rivalry, threat of substitution and threat of new
entry. Bargaining power of supplier is low for the company because there are less number of
fitness companies who are working online and therefore, suppliers are highly indulged in this
which is a positive sign for the firm (Wen, 2020). Bargaining power of buyer is high because
sometimes there are no offers and discounts available if asked for the services online, it can also
be the technical glitch or low awareness as well which is a negative sign for the firm.
Competitive rivalry is low for the organization because there are several types of services which
can be provided in an online manner using internet but not all the firms utilises such benefits that
is why competition in fitness industry is low over the internet. Threat of substitution is high for
the firm because there are a lot of companies which are working well and earning profits offline.
Threat of new entry is high for the enterprise because only the initial initial cost is high but the
operations and implementation is easy along with the marketing and promotion as well (Simões,
2020).

Chapter summary
Literature review chapter summarizes that it has attained the research aim and objectives
while conducting the industry analysis using the PESTLE and Porter's five forces model. Online
services in fitness company is important now a days because many people are highly conscious
about their fitness and want the quick access for their fitness services in an online manner. That
is why the current research is conducted for ascertaining the benefits of internet for rendering
various services to customers, determining the ways fitness company can increase the
engagement level of customers using internet in order to gain organizational profitability and
also examining the challenges faced by fitness company for availing services to customers over
internet for improving customer satisfaction. Moreover, in PESTLE analysis there is a threat in
political factor, threats and opportunities in economic and social factor and only opportunities in
technological and legal along with the environmental factors. Further, in porter's five forces,
bargaining power of supplier and competitive rivalry are low, bargaining power of buyer and
threat of substitution along with the threat of new entry are high.

CHAPTER 4: FEASIBILITY/METHODOLOGY
4.1 Introduction
The term digital platform is related to the new technology and its application and it allows the
various businesses to adopt new technologies which will help the companies to grow better
(Young and et.al., 2018). As there are various challenges which are faced while opening a new
business. The main target of the chosen business is to inspire people in relation to provide health
related services to the customers that is by bringing yoga and fitness services. The main plan is to
provide the best services to the customers that is they can also book the services online. As it can
be seen that digital platform is getting fame as it supports the way in which operations are
performed. Now the customers are able to meet the desired services that is of online fitness and
personalized training too. Along with it, a feasibility study is said to be an analysis in which
comprises of various factors that is economic, technical, legal, and many others. With the help of
this the new business will be able to know and forecast about the future of the company in the
market. Under which various analysis are done and also by conducting various surveys in the
market so that the preventive measures will be taken on that basis.
4.2 Market Research
Market Research is said to be the process through which the viability of the new service
so that the best services can be provided to the customers (Verčič, 2021). With the help of
market research the new set up will get to know about their target market in order to get
feedbacks from the real people. Moreover, with the help of the market research proper
information can be gathered that will be helpful for enhancing the performance of the new
business. As this way is used by many company with the aim of testing the need of the services
for the customers. In relation to the present case, the business concept is to start a business in the
name of Fitzee by evolving an online application that provides facilities related to the fitness
trainer, saloon and yoga trainer to its customers at home. As the main aim behind evolving online
application of these services is to deliver a chance to people to grasp the services from their
home. As per the business set up idea the main target customers will be the people of 18-50 age
who are health conscious, fitness freak, yoga lover and in need of salon services at home. As the
professionals are busy and they also do not have much time to take care of their health. The
customers will be provided application so that they can book their session with a professional

person who can provide them fitness and yoga instructions as per their desired needs. Nowadays
the companies have option to do online market research too as most of the activities are shifted
to online. This marks the process far less complicated and less rushed as the people can answer
whenever they want. As it is conducted online over the internet. In which online market research
can be either qualitative or quantitative and follow the same format that is primary and secondary
market research methods. As most of the companies understand the importance of market
research as they will be able to get the core needs of the customers which is crucial for the
success of the company (Sun and Bunchapattanasakda, 2019). That is why the market research
must be by keeping a customer centric approach so that the new business will generate more
profit. And they will be able to connect better with the audience that is their preferences and
choices. It will directly bring the opportunity of growth because they will be updated about the
unreached segments and further improvement in the services. Risk is that factor which can take
place in new setup of the business therefore, with the help of the market research that risk can be
minimised in order to ensure the demand for the services by the customers. It crucial for an
administration to select the right target market that aids in increasing the success and growth of
business. With the aim of reaching the target customers, company is concentrating on making
solid existence on social media market. They are reaching to target individuals by promoting the
commercial over social media marketing. Therefore, the online application provides free access
to its customers for attracting more customers.
4.3 Market analysis- Secondary
What are the benefits which are provided by internet for rendering various services to
customers?
According to Cameron McKenzie, the internet has digitalised the ways in which the business is
performed and with the help of this the companies are able to connect more customer globally.
The internet also provides the benefits in order to enhance the communication, collaboration and
development. Earlier various issues have been faced by the companies in order to provide
services to its customers. The finding of the companies is now easier as their information and
details ae available easily. Also, the way of doing business has also changed as the customers can
communicate with the company easily that is through email, websites or chat services. All such
services are made to improve the performance of the business and it will keep the business

organised. Another essential term is of social media in which the new set up can bring new
strong customer base while introducing the services to the larger audience (Shawky and et.al..,
2020).
What are the different ways through which the Fitzee can increase the engagement level of
customers with the help of internet for organizational profitability?
In the view of Catherine Prentice, the customer engagement is considered as the main
part of the company and as per the present environment the business is required to present a new
idea as per the requirement of the market. That is why the digitalisation of the customer
experience is based upon the customer interaction cycle. The customer engagement begins with
proper brand discovery with it services and connection and extends through service, feedback
and loyalty. For the better performance the company is required to create more value for the
customers such the company can offer some kind of discounts and also the loyalty programs
(Rosado-Pinto. and Loureiro, 2020). That will directly impact the profits of the company in the
long run. Another way is to make use of the surveys as it allows to present the preference of the
customers. As surveys are known to help in describing diverse parts of each customer
interaction. With the detailed image of customer engagement within the chosen organization that
can be further used to present better services. The customer engagement is said to be the main
part of the company and as per the present environment the business is required to present a new
idea as per the requirement of the market.
Explain the challenges which the Fitzee can face by providing various services to its customers
through internet in order to improve customer satisfaction?
As said by Susan Linney (2021), there are various challenges which are faced in order to
perform the various services to its customers through internet in order to improve customer
satisfaction. It happens some times that company lack of various strategies while executing the
successful customer engagement strategies. Nowadays the customers get easily distracted as
there are v various options available to them. Moreover, the expectation of the customers are
kept changing which can be issues for the company. Another challenge takes place due to no
feedback taken form the customers as it is must to communicate with them in order to understand
their feelings. With the help of the feedback the company will be able to get the strength and
weakness of their services. In addition to this, the another issue is of lack of skills in the
employees of the company due to which the customers feel disconnected with the company.

Another point is that the company will not be able to make a connection with the customers and
the global market. As it may lead to affect the image of the company which can reduce the
number of loyal customers in the market (Robiady, Windasari and Nita, 2021). The term
customer satisfaction is defined as the way of measuring the satisfaction level of the customers.
As it will be used to check how happy the customers are with services offered. In order to
measure this, companies are allowed to make use of different types of surveys which are often
sent straight once the interaction with the customer is over. Moreover, the customer satisfaction
is directly linked with the growth of the company as in order to survive in the market, the
company is required to have a loyal customer base. In that case employees also play a crucial
role sometimes the language can be an issue while dealing with the clients and the employees
(Ramos and Casado-Molina, 2021).
4.4 Service feasibility
As the fitness industry is growing rapidly and after Covid-19 people got aware for the
importance of the health. Due to the pandemic, the market is flooded with the fitness tutorials
and videos which provide guidance to the people. As per the studies thousands of applications
have been launched during the time of Covid-19. And people find it more convenient to join
such programs from home and after the global pandemic people had to do the exercise indoor.
The service will focus on considering the need and expectancy of customers with the aim
of making them feel satisfied so that the growth of business can be made. As the online
application will support in saving the time of people due to which they can easily get the services
at their home as per their schedule (Prentice, Wang and Lin, 2018). Also, the online application
will target on providing services such as fitness trainer, yoga trainer and saloon. These amenities
support people to increase their living standard and stay healthy and fit by following the
instructions & videos on application. In addition to this, people prefer to avail the benefits of
such services as it is easy to use in their daily life as they can easily do various other things that
is book tickets, online shopping, online banking and trading, job search, social networking,
conduct cashless transaction and many others (Park, J.H. and Tran, 2018). Thus, nowadays
internet is said to be the medium which allows to help in connecting people by using technology
and devices. The business idea for the plan is to start a business which will be targeted provide
various services of fitness trainer, salon and Yoga trainer at home with the help of internet.
Hence, the information will assist in providing efficiency of internet for contributing services of

fitness trainer, salon and yoga trainer at home to its customers. The business idea is to develop an
online application through which the people will be easily avail the health and fitness related
services of fitness trainer, yoga trainer and salon facility by sitting at their home only. Everybody
wants to feel good and have better energy in the life that is they prefer fitness it can be further
divided into various parts that is aerobics, strength training, walking, cardio, weight lifting and
many others. In relation to the online application, it will help in providing more value to the
customers in order to build direct marketing channel. By making use of online application,
company will be able to connect with customers in an easy manner. Accordingly, there are
several benefits which can be offered to customers through using online application as they can
book their appointment of saloon or session with the fitness expert (Li and et.al.,2021).
4.5 Organisational feasibility
It focuses on the assessment of the organisational management and also the corporate
structure of the business (Ho and Chung, 2020). The purpose of the application is to provide the
users an easy application to use which comprise of the various heads that is nutritional program,
various fitness topic and types of exercise. That is why, an organizational feasibility study
comprises of professional background facts around the originators and principals of the business
as what skills they can contribute to the business. In relation to the application, it will present the
various heads of the exercises that is aerobics, calorie management for males and females. Also,
the app will project the calorie tracker too and have bunch of vide recipes so that the customers
will be served benefits with that. In the company the best employees will be appointed, as having
a solid management team is a must in order to reach the desired targets. The main people will be
the certified trainers, operations manager, front desk staff and also the marketing manager. All
the people have their own role that is some are given the task to manage the promotion work
while some are to do the front desk work. As per the present scenario, the scope of online
application is getting increased as it is known to make the life of people easier. Moreover, the
online application aids in providing value to customers with the help of the services in order to
keep them satisfied. By making use of the online application, the new company will be able to
connect with the customers in an easy manner. Therefore, there are numerous benefits which can
be availed by the customers through using online application as they will be able to book the
various services and the appointment related to fitness and saloon. This will overall improve the
level of living of the people as they will feel healthy and groomed. That is why, they feel

confident enough while living their life or doing work. Managing the employees is the main task
for the new company and they are considered as one of the main assets for the company. They
also play an essential role in providing the best experience to the customers. The scope of online
application is increasing day by day and also it is making people life easier. Online application
helps in providing value to customers and build direct and personalized marketing channel
(Chanana, 2021). Through online application, company can connect with customer’s fast and
easy method and also improves the loyalty of consumers. Thus, there are various benefits which
can be availed by customers through using online application as they can book their appointment
of saloon. Gain access to an expert of yoga and fitness, boost their motivation and also remain fit
while working. That is why their engagement is must in the company so that they can contribute
more in the operations of the company.
4.6 Financial feasibility
SALES UNITS
Y
ear 1
Y
ear 2
Total Sales Units (@100
per unit)
1
000
1
200
Revenue
1
00000
1
20000
Loan Funds
2
5000
2
5000
Funds from Owners
1
5000
1
5000
INCOME
1
40000
1
60000
COST OF SALES
opening stock
3
0000
2
0000
Purchases
9
0000
1
10000
Closing Stock
2
0000
1
0000
EXPENDITURE
Accountancy
5
00
5
00
Bank Fees
5
0
5
0

Contractors
1
500
2
000
Electricity
1
000
1
100
Interest
1
00
1
10
Insurance
1
000
2
000
Maintenance
2
000
2
000
Marketing and
Promotions
7
000
8
000
Accessories
5
000
5
000
Fabrics
1
500
1
600
Salaries and Wages
8
000
9
000
Superannuation
2
000
2
000
Workers Compensation
1
500
2
000
Telephone
7
00
8
00
Manufacturing costs
1
500
2
000
TOTAL EXPENSES
3
3350
3
8160
Cost of sales
1
33350
1
58160
CASH
SURPLUS/DEFICIT
6
650
1
840
As per the above budget it can be summarised that financial feasibility analysis, it allows
the new business to manage its revenue and expenses so that the financial risk can be analysed as
it is one of the main task of the new business to have the knowledge of the potential risks
(Akdere and Egan, 2020). As it allows the new business to determine the financial risk in order
to launch the services or not and it will be suitable for long term growth or not. Along with the
new company will be able to decide that services should be launched or not in the market. This
analysis is linked with the possibility of start up as the company must be aware of the cash flow
activities. And it will allow the business to support in budgeting as well the planning process due

to which the information will be used properly. The planning for the operations of the business is
made easier so that the movement of money can be monitored as well. The setup is new that is
why, it is also must to take care of all the expenses and incomes. This study will allow the
company to get the suitable information which will required to make the business idea hit and
successful.
4.7 Chapter summary
From the above information, it can be summarized that in order to develop the
online application for the purpose of presenting services for example yoga trainer, fitness trainer
and saloon services to its customers. And there are various members who are directly or
indirectly linked with the new setup company which show their interest in business performance.
For example, owner, employee, suppliers, government, professionals, financial community and
many more. Mentioned members will support in developing the online application and also
promoting the application in Fitzee. The new company will be able to perform better if they have
done the market research in relation to its services as per the taste of the people.

CHAPTER 5 ANALYSIS OF THE BUSINESS MODEL
5.1 Introduction
Analysis of the business model is the other chapter which provides strategies analysis of
the new business idea and also determine the different sources of competitive advantage and
sustainability. Within this chapter, selection of the best strategy is determine and also a business
model is developed in appropriate manner (Cheng, Sun and Chen, 2018). There are different
types of strategies which can be used by company in order to improve their success rate. A
business model is also developed that helps in improving the profitability and performance of
business.
5.2 Strategic analysis of the new/existing business idea
In order to understand the business model of Fitzee, SWOT analysis is conducted for
gaining the information about the new business by determining the strength, weakness,
opportunity and threat related to business.
SWOT Analysis
Strength-
Strength generally determine the factors that focuses on contributing to the success of the
brand and company. There are various strength of company which helps in attaining competitive
edge in market. The strength of online application Fitzee is that it offers varieties of services to
its customers including fitness trainer, yoga trainer and salon facilities to its customer by sitting
at home. The brand is offering multiple services at one platform which is beneficial and useful
for customer as they can avail different services at single application (Kumar, Bervell and
Osman, 2020). Another strength of company is that they offer free of trial services for 3 months
and charge for subscription after completion of 3 months. The subscription can be availed by
customers in affordable price due to which Fitzee can attract large number of potential
customers. Thus, the online application of Fitzee provide valid and detailed information related
to services rendered by company due to which customers can make the decision and avail the
services of fitness trainer yoga trainer and salon.
Weakness:
Weakness generally describes the area in which company need changes and improvement
so that business can be operated in efficient and smooth manner. The weakness of Fitzee is that it

offers multiple services at single platform due to which it is necessary to tie-up with different
salon and fitness trainers so that they can contribute their best in making online platform
successful. Another weakness of the brand is that they don't have strong financial position due to
which it becomes difficult to create their presence in UK fitness industry (Gui and et. al, 2022).
The company also have weakness related to lack of clear value proposition due to which brand
faces difficulty in clearly differentiating themselves from their competitors.
Opportunities:
Opportunities general determines the factors which helps in improving the performance
and profitability of business. Fitzee can avail various opportunities due to which they can reach
maximum number of potential customer and enhance the performance of its online application.
The brand can focus on increasing their demand due to which they can reach to wider audience
and improve their business performance. It helps in creating strong customer base and increase
the revenue of business. Fitzee can also grab an opportunity to create effective presence on
different social media marketing platforms so that they can interact potential customers and also
create awareness among them related to the services offered by company. Social media
marketing platforms helps in enhancing the productivity and efficiency of business.
Threat:
Threat which can be faced by online application is low subscribers. It is one of the threat
which can affect the performance and profitability of business. For Fitzee it is important to grab
the attention of customers and make them aware about the services provided by company. The
other threat which can be faced by online application is that there are various competitors
available in UK retail industry related to fitness online application due to which the business
performance of company get reduced (Al‐Turjman and Baali, 2019). Organisation must focus on
developing effective strategies for gaining competitive edge in UK market and attract more and
more people towards the online application.
5.3 Identification of sources of competitive advantage and sustainability
In order to run the business in effective and efficient manner, it is necessary for
organisation to focus on developing strong strategy through which company can attain
competitive edge in market. There are different types of strategy which must be implemented by
Fitzee in order to gain competitive advantage over its competitors. But company must focus on
identifying the right competitive advantage strategy that helps in enhancing the business

performance and growth. The different strategies of competitive advantage which can be used by
Fitzee are cost leadership, differentiation and focused strategy. Through implementing these
strategies, company can survive in competitive environment for long run and increase their
overall performance. Fitzee can focus on using cost leadership strategy as it focuses on offering
fitness trainer, yoga trainer and saloon services at affordable or low price so that they can attract
more and more users. Through using this strategy, Fitzee can enhance their market share an also
increase profit margin of business (Bickle, Hirudayaraj and Doyle, 2019). Thus, online
application beat their competitors by offering them better quality of services at affordable price.
Cost leadership strategy helps in gaining competitive advantage in market by lowering the cost
of the services provided by Fitzee. The implementation of this strategy helps in reducing the cost
due to which company can directly compete with their competitors. Consumers generally prefer
the services which are of low cost as it makes them feel satisfied and happy. Organization with
lowest price focuses on increasing the sale of business in effective and efficient manner. Fitzee
can also focus on using differentiation strategy for gaining the competitive edge in market. By
implementing this strategy, company can focus on offering unique services to its customer which
helps in enhancing the income level of Fitzee. Differentiation strategy is one of the unique
approach which can be used by Fitzee due to which they can provide something unique, distinct
and different from its competitors. The purpose behind implementing differentiation strategy is
that increases the chances of gaining competitive edge. Differentiation strategy helps in reducing
the price competition and also increases the profit margin of business. Thus, through using
differentiation strategy company can attract maximum number of potential customer who can
avail the services rendered by Fitzee. It generally focuses on providing perks that add value for
customers. Therefore, differentiation strategy is important for business as it offer superior level
of value to customers and also distinguish the brand in the marketplace. The few features of
differentiation strategy are product performance, useful life, ease of use, superior service and
many others. Fitzee can also focus on using focused strategy in which company need to focus on
particular target market in order to increase the profit margin of business. Focused strategy is
also categorised into cost and differentiation focused strategy. By using cost focused strategy,
company must focus on targeting particular market and offer them their services at low price
which helps in grabbing the attention of people. Differentiation focused strategy is another
strategy which must be used by Fitzee in order to create strong presence in market. Through

using differentiation strategy, company need to focus on targeting particular market and offer
them unique services so that the profitability of business increases.
5.4 Selection of strategies for success
For gaining the competitive edge in market company must focus on using differentiation
strategy as it is one of the effective strategy which helps in improving the overall business
performance of Fitzee. Through implementing this strategy, Fitzee can gain competitive
advantage in market and increase their market share. The use of differentiation strategy helps in
making organisation to offer high quality of services to its customers. People generally get
attracted with the company that offers different services from its competitors. Thus, the main
purpose of using this strategy is that it helps in enhancing the business performance and
productivity due to which company can attain competitive advantage in market. By adopting this
strategy, company must focus on conducting swot analysis so that they can understand the
demand of the customers and offer them services accordingly. It is important for an organisation
to focus on communicating the unique value proposition of organisation so that they can attract
more and more customer towards the brand (Makransky, Borre‐Gude and Mayer, 2019). There
are various competitors of Fitzee that offer fitness trainer and yoga services to its customer but
fail to attract them due to many factors. Thus, it is important for organisation to focus on offering
unique services to its customers so that they can make them feel satisfied.
5.5 Development of appropriate business model
The business model of Fitzee focuses on providing proper direction to company due to
which the business goals and objective can be attained in better manner. The activities which are
included within business model of the company are described below:
Key Partners
 Suppliers
 Customer
s
 Sharehol
ders
 Governm
Key Activities
 Selecting
platforms on
social media.
 Developing
customer
persona
Value
Proposition
 Decreasin
g cost
 Increasing
quality of
product.
Customer
Relationship
 Online
service
 Self
service
Customer
Segments
 Men
 Women
 Children

ent
 Employe
es
Key Resources
 Employees
 Website
 Salon
 Yoga
trainer
 Fitness
trainer
provider
Channels
 Social
media
platform
 website
Cost structure
 Fixed (Salaries and Utilities)
 Variable (material cost and
labour cost)
Revenue Streams
 Sales
Key partners- Key partners generally include the members which are involved in the
business activities of Fitzee. There are different key partners involved in the functioning of
business such as suppliers, shareholders, customers, government and employees. The different
key partners plays different role and also contribute their best performance in improving the
profitability and performance of online application.
Key activities- The key activities mainly include the factors which helps in developing
the value proposition of business. Different activities which are included within Fitzee are
selecting platforms on social media and developing consumer persona. These are the activities
which helps in providing effective services to its customers due to which company can attain
competitive edge in market.
Value proposition- Value proposition mainly focuses on providing collection of
products and services which helps in attracting more and more customers and also fulfill their
demand. covers the collection of product and service that are effective in order to meet the needs

and demand of customers. Through value proposition, organisation can gain competitive
advantage in market and also attract more and more customer towards the brand. The value
proposition of Fitzee are decreasing cost and increasing quality of product.
Customer relationship- Customer relationship is important for the organisation as it
helps in improving the profitability of business and also enhance customer base. There must be
strong relationship with customer so that online application can gain loyalty of people and
enhance their profit margin.
Customer Segments- In order to run the business activities in successful manner, it is
necessary for organisation to target the right people so that they can boost the sale and
productivity of business. The target segments for Fitzee are men, women and children. They
generally target people of all age group in order to increase their customer base.
Key resources- The key resources which are used in Fitzee are employees, yoga trainer,
fitness trainer, financial resources and many others.
Channels- Channels generally provide the methods through which company can reach to
maximum number of potential customers. The channel which are used by Fitzee are social media
platform and website.
Cost structure- The cost structure generally describe the cost required to run the
business in effective and efficient manner. Cost structure of Fitzee are salaries, material cost,
utilities and labour cost.
Revenue Streams- Fitzee can generate revenue by offering unique services to its
customer which leads to increase in sale and profitability of business.
5.6 Chapter Summary
It is being summarised from the above gathered information that organisation can avail
competitive edge in market by implementing differentiation strategy. As, there are various
competitors available in market due to which it is necessary to adopt right strategy through
which company can attract more and more number of potential customers.

CHAPTER 6 EVALUATION OF THE BUSINESS MODEL
6.1 Introduction
The present business is based on identifying the role of online services within the fitness
industry. In the current time people are mostly more active on acknowledging the online services
for everything and this makes the employees of the company to make the work more productive
and profitable (Chiu, Cho and Chi, 2020). The company is more focused on delivering better
services yo the customer so that more and more customers gets attracted towards the business for
attaining the goals and objectives in an effective manner. There are several benefits that
customers while having services online of the company and getting proper training by the yoga
trainer, fitness trainer or salon at home. With the help of significant marketing methods, it is
important for the company to develop attractive services which helps in gaining more number of
customers and in delivering effective and productive services to them for making them satisfied.
Fitzee is a online training app that provides various services to the customer at their home which
saves their time of traveling from one place to another (Kazdin, 2019). It is important for the
company to giving option of online payments on the app and in making the app attractive that
helps in attracting customers by the services.
6.2 Overall assessment of the business plan
The current business plan is about providing numerous number of services through digital
app like fitness training, salon services and many more to the customers at their home. The USP
for the present business is to provide different services to the customer at reasonable prices and
with a scheme of 3 months free services and after that subscription rate will be charged. This is
an effective method that helps the company in gaining more number of customers towards
rendering the best services at digital platform.
6.3 Business Plan Schedule
Executive summary The present plan of business is related with managing all the
services that are related to the fitness and salon related services in
order to satisfy customers. The main idea of the business plan is to
provide benefits to the customers by delivering effective services
to the customers so that they gets satisfied. This business idea is
based on focusing the range of different age customer especially at

the young one who are more determined and focused on following
a healthy lifestyle.
Motivation for choosing
online business
The present plan of business is related with delivering best
services to the customer through online portals in order to gain
high market share in a simple way. The present business is very
profitable in the future and will gain popularity in the competitive
market as now a days people are mostly using online websites for
purchasing or for training purpose (Howard and Kaufman, 2018).
Fitness and makeup industry are becoming famous day by day as
customers are more prone to remain fit and in keeping themselves
up-to date for self satisfaction. Online services are more beneficial
for the company to deliver effective and more growth
opportunities to the employees so that they provide excellent
services to the customers.
Feasibility study Feasibility study is the most part of the that helps the company in
gaining high growth in the market by determining the factors that
affect the fitness industry. It is the company that helps in
managing the success of the business because it is mainly
depended on various factors such as economic, social, technical
and so on. It is mainly analysed that marketing can be done for
initiating better analysis of the market so that right type of
customers can be targeted. The overall idea of the business is
feasible and helps the company in managing their operations and
marketing strategy in an effective manner.
STP Segmentation: The company is primarily using segmentation
which is based on the factor of age and gender that is demographic
segmentation as the main element that helps in gaining more
number of customers.
Targeting: The company is mainly targeting both female and male
customers as they both are health conscious now a days and wants

to follow a healthy lifestyle and this online app will help in
maintaining their fitness.
Positioning: The company focuses on creating a great image in
the market by delivering customers effective services at normal
prices and in providing several attractive offers and discounts so
that they gain a position in the business market.
Market and industry
analysis
The fitness industry is mainly associated with providing best
services to the customers so that more growth can be attained in
the competitive market. Using this strategic business idea helps in
increasing customer base and in gaining more growth winning
opportunities so that business operations can be improved.
Operational plan For implementing the business plan appropriately and in a more
successful manner, the company hire a marketing team so that they
can reach a large base of customers in all in all over the market.
Marketing through the right channel and developing app in a such
a manner that can be operated with every individual and in
rendering services easily (Bari and O’Neill, 2019).
Marketing strategy In order to manage the marketing strategy in an effective and
efficient manner the company has used 4P's of marketing.
Product – The business plan is established for the customers in
order to attract customers towards following a healthy lifestyle and
receiving services at less prices with the comfort of their home.
Place – To achieve success in the market, it is important for the
company to create strong presence on social media market so they
can reach large base of audience.
Price – The prices offered by the company is reasonable and
appropriate so that all the customers can avail the services and
become fit and healthy.
Promotion – For promoting the services offered by the company,
they different channels of social media so that more market can be

captured and in making the price competitive.
Resource of business The resources used by the company are electronic item like
computer, mobile and machinery so that the online app can be
managed and delivered the customer in less time.
Plan for business risk The risk plan of the business is related with dealing with the
uncertain or unexpected risk that hampers the growth and value of
the business.
Vision of business The main vision of the business is to provide online services to the
customers such as fitness training, salon related services at their
home by one click through the digital app.
6.4 Is the business viable?
The viability of the overall business that is related to the online services through the
digital app mainly relation with the survival of the business in the competitive market. The idea
of the business is viable as it is beneficial for the customer in receiving services by the comfort
of their home and this helps in saving their time (Susanto, 2018). This is directly related to the
position and performance of the business in the competitive business environment as it is based
on the providing effective services to the customer through the use of online app. There are
various factors that are linked with viability of the business and are defined as under:
 Customers – The target customers for the online business Fitzee includes males and
females of all age so that the viability of the business can be remained for long term.
 Uniqueness - The services and products offered by Fitzee are unique as they are giving
affordable services to the customers so that high growth and success can be gained in the
competitive market.
 Marketing – The Fitzee is used techniques of marketing that helps in attracting the
number of customers towards rendering the services by staying at their home. They use
social media for promoting the products and services offered by the company and top
capture large market share.

6.5 Discussion of Critical success
There are certain critical success factors that helps the online business in achieving high success
and growth in the market.
 Environmental factors – There are several factors such as reduced pollution as with the
benefit of rendering online services to the customers so that high quality of services to
them and to make them highly satisfied.
 Industry related factors – In the fitness industry the industry related factors that helps
ion gaining success are to provide effective services to the customers by online app
through social media in order to keep them satisfied.
6.6 Chapter Summary
The chapter is related with the business plan preparation for improving the quality of the
services provided by the online business app for customers with affordable prices in order to
gather large share in the market. This provides several benefits to the customers as their time and
petrol is saved, they do not need to travel for taking the services like most importantly salon
services. This strategic business plan helps in gaining high competitive advantage over other
competitor companies in the market and in gaining high customer base in the business market
through he use of social media channels.

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